JiWire Mobile Audience Insights Report Q4 2012

Transcription

Insights
JiWire Mobile Audience Insights Report
Q4 2012
Insights
Q4 2012
Table of Contents
Mobile Audience Trends
2-6
Connected Device Adoption & Trends 7-10
Worldwide Location Highlights
11-12
Public Wi-Fi Trends
13
79.5
%
of mobile consumers are influenced
by the availability of in-store Wi-Fi
Source: JiWire, Q4 2012
The Q4 Mobile Audience Insights Report examines leading consumer trends such as location and mobile shopping
trends, connected device adoption, as well as our ongoing Wi-Fi usage habits. This quarter we uncovered several
valuable insights about the connected shopper and how mobile is influencing their shopping behaviors specifically
around why they connect while in-store, where they shop, and how this impacts retailers. In addition, the report
examines mobile device proliferation and the impact rapid tablet adoption is having on consumer mobility and
behavior, as well as public Wi-Fi data around consumer demand and global trends. Key highlights include:
The top 4 activities shoppers use their mobile devices for while in a store are focused on enhancing their
shopping experience.
Women are using mobile in stores more than men to find the best deal with price comparison & store
promotions being their top two activities.
Mobile wallet usage has increased 38% in the last year with PayPal as the leader.
72.2% of tablet owners plan to buy another one.
Mobile tablet & smartphone usage on public Wi-Fi increased 53% in the last 12 months.
1
Insights
Q4 2012
Mobile Audience Trends: The Connected Shopper
Have you used a mobile wallet?
In the past 30 days, which of the following mobile
wallets have you used to purchase in-store
with your mobile phone?
38%growth
Q1 2012
41%
51%
37%
32
%
29%
23%
63%
20%
14
14% 11%
%
49%
9% 10
%
4
%
1%
Q1 2012
Q4 2012
Yes
al
et
ts
yp
Pa
No
all
en
ym
on
az
Am
Pa
l
og
Go
eW
er
s
Isi
%
8% 9
5%
d
tu
n’
all
ve
Ha
?
ld
et
se
th
O
ou
eW
il
ob
t’s
ha
W
Q4 2012
ed
aM
b
s
’t u
n
ve
Ha
w
ut
Mobile wallet usage has grown 38% since Q1 2012
32% of consumers surveyed have used PayPal, 3x the amount that have used Google Wallet (10%).
While mobile wallet usage has increased from Q1 to Q4 2012, 11% of mobile users surveyed don’t know
what a mobile wallet is.
The inclusion of Amazon Payments indicates consumers may have a broad definition of mobile wallets, or
consider it to be a mobile wallet because they use it for purchasing from Amazon while in-store.
2
Insights
Q4 2012
Mobile Audience Trends: The Connected Shopper
Where do you use your mobile device the most for shopping?
50.1%
All
44.4%
Men
35.4%
Women
32.7%
21.9
%
25.9%
14.2%
Electronic
Retailers
Clothing
Retailers
15.1%
Mall
13.6
%
14.1%
16.1%
14.1% 12.9%
16.3%
10.7%
Big Box
Retailers
Restaurants
Consumers are nearly 2x as likely to use their mobile device for shopping while in an electronic store (44.4%)
than the other locations, with clothing retailers having the next highest usage at 25.9%
Men use their mobile device more than women at electronic and big box retailers.
Women lead men in location mobile usage at clothing retailers and restaurants.
3
Insights
Q4 2012
Mobile Audience Trends: In-store Connectivity Impact on Shopping
Would the availability of in-store Wi-Fi
influence where you shop?
20.5%
48.1%
31.4%
Yes
Somewhat
79.5%
No
18.9%
14.0%
22.4%
13.6%
29.2%
22.8%
22.6%
30.5%
33.1%
33.0%
%
37.7
30.2%
48.1%
48.2%
47.3%
57.2%
46.7%
44.4%
<21
21-24
25-34
35-44
45-54
55+
Yes
Somewhat
No
79.5% of mobile consumers are influenced by the availability of in-store Wi-Fi when deciding where to shop
Consumers age 21-24 & 35-44 are most influenced by the availability of in-store Wi-Fi at 86%.
At least 44% of all age groups indicated that in-store Wi-Fi definitely influences where they shop.
Even the “least” interested shoppers, age 45+, are over 77% influenced by in-store Wi-Fi availability.
4
Insights
Q4 2012
Mobile Audience Trends: In-store Connectivity
If you use in-store Wi-Fi, what do you use it for?
63.9
%
59.1%
54.2
%
59.3%
Female smartphone
owners
56.2%
41.8%
93.6
%
35.5% 37.5
Male smartphone
owners
%
30.6%28.5%
33.8%
24.5%
23%
17.1%
19.6
%
22.2%
15.2%
15.4%
F
el ind
se it
we em
hr
e
Sh
ar
so e p
ci os
al ts
m vi
ed a
ia
F
or ind
s/ o
op th
tio er
ns
co
l
or Bro
e' w
s w se
eb th
sit e
e
Br
(
st unr ows
or e e
e o lat th
r p ed e w
ro to eb
du th
ct e
s)
Co
m
wi mu
th ni
fri ca
en te
ds
st
De
co als,
us up off
e i on er
n- s s,
st to
or
e
pr
re odu
vie ct
ws
d
Fi
n
co
m
pa Pri
ris ce
on
of smartphone owners report
using their mobile device
while in-store
The top four mobile usage categories reveal that shoppers are primarily using in-store connectivity to
enhance their shopping experience
Contradicting many concerns that connectivity leads to showrooming, the fourth highest activity was traffic
to the store’s own website.
Women outranked men in 7 of the 9 activities, indicating that they are more active in-store
Women use in-store connectivity to price compare and find deals, while men research product reviews
and browse the store’s website.
5
Insights
Q4 2012
Mobile Audience Trends: Retail Brand Audience Comparison
Top Chains that
Top Chains that
vs.
vs.
Customers Frequent
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Starbucks
Subway
Sunglass Hut
American Eagle
Bank of America
35%
Customers Frequent
1.
2.
3.
4.
5.
Gymboree
Banana Republic
Lids
McDonald’s
The Children’s Place
65%
6.
7.
8.
9.
10.
Gap
Radio Shack
Victoria’s Secret
Express
Ruby Tuesday
60%
40%
3%
20%
of Ann Taylor customers shop
at Banana Republic
Female
Male
Sunglass Hut
Abercrombie & Fitch
McDonald’s
AT&T
LensCrafters
of Banana Republic customers
shop at Ann Taylor
Female
Male
Ann Taylor customers are 7x more likely to shop at Banana Republic than Banana Republic customers are
to shop at Ann Taylor
20% of Ann Taylor customers go to Banana Republic, while only 3% of Banana Republic customers go to Ann Taylor.
65% of Ann Taylor patrons are female, while 60% of Banana Republic patrons are male.
35% of Ann Taylor shoppers are men despite it being a women’s retailer.
While 44% of Banana Republic customers are parents compared to 25% of Ann Taylor customers, Ann Taylor
shoppers’ top 10 retailers include children’s stores like Gymboree and The Children’s Place.
6
Insights
Q4 2012
Connected device adoption: U.S. highlights
Top 10 Wi-Fi Mobile Devices: Q4 2012
Q4
Rank
Mobile Device Top 10
Q4 2012
% of Ad
Requests
Q4 2012
Rank
% Change in
Market Share
1
Apple iPhone 36.0% 1
- 0.07%
2
Apple iPad 28.5% 2 0.13%
3
Apple iPod Touch 6.4% 3
- 0.19%
4
Samsung Galaxy S III 4.6% 6
+ 2.86%
5
Samsung Galaxy S II
2.6% 5
+ 301.6%
6
Kindle Fire 2.3% 4
+ 1.2%
7
Epic 4G 0.8% 8
+ 0.7%
8
Blackberry Torch
0.8% 804 + 14.1%
9
EVO 4G
0.8% 9
+ 0.6%
10
Droid Razr 4G
0.7% 13
+ 31.6%
Top Wi-Fi Mobile OS: Q4 2012
Q4
Rank
Mobile Device OS
Q4 2012
% of Ad
Requests
Q4 2012
Rank
% Change in
Market Share
1
iOS 68.4% 1
- 0.03%
2
Android OS 27.9% 2
+ 30.3%
3
RIM OS 2.5% 3
- 13.5%
4
Windows OS 0.7% 4
+20.3%
5
Symbian OS 0.2% 5
- 33.4%
6
Linux OS 0.1% 6
+ 52.5%
7
WebOS 0.1% 7
+ 0.5%
In Q4 2012 Apple devices remained consistent in market share while Samsung continues to see increases of
over 300% for the second quarter in a row
Apple devices remain in the top 3 spots, with iPhone, and iPod Touch accounting for 70.9% of market share.
The Kindle Fire continues to remain the strongest challenger to the iPad in the tablet market segment.
iOS and Android continue to dominate the market as the top Wi-Fi mobile operating systems.
Windows Surface wasn’t in the top 10 in Q4 2012 but our research indicates quick market adoption based
on purchase intent (see page 8).
Furthermore, Android gained market share for the second quarter in a row.
7
Note: JiWire measurement includes all mobile device types in order to provide
a complete view of how the on-the-go audience is connecting. * OS: Operating System.
Insights
Q4 2012
Connected Device Trends: Tablet Adoption
If you already own a tablet, do you
plan to purchase another?
72.2
27.8
%
%
Yes
No
77.3%
65.4%
Men who plan
to buy
Women who plan
to buy
If so, which type do you plan to buy?
74.6%
iPad
11.9%
Samsung Galaxy
8.8%
Windows Surface
8.5%
Kindle Fire
6.9%
Android Tablet
3.8%
Blackberry Playbook
8.1%
Other
Device proliferation continues to grow with 72% of tablet owners planning to purchase an additional tablet
iPad is the clear leader with 74.6% of respondents planning to purchase, with the Samsung Galaxy tablet
coming in second with 11.9% planning to purchase.
Although only in the market a short time, the Windows Surface Tablet ranks 3rd in purchase consideration,
ahead of the Kindle Fire.
8
Insights
Q4 2012
Connected Device Trends: Public Wi-Fi Usage
Growth of Smartphone Connections by Venue
Wi-Fi Usage by Device
12%
26%
14%
17%
16%
% smartphone
connections
Q3 2012
19%
Airports
31%
35%
Restaurant
40%
39
%
Mall
Library
62%
55%
48%
44%
42%
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Tablet
Smartphone
Laptop
Café
Hotel
35%
72%
51%
32%
52%
29%
% smartphone
connections
Q4 2012
38%
78%
55%
34%
55%
29%
% growth in
smartphone
connections
+8.6%
+8.3%
+7.8%
+6.3%
+5.8%
0%
Mobile device usage on public Wi-Fi increased 53% in the last 12 months
Tablet and smartphone usage have increased by 58% and 50% year over year, respectively, while laptop
usage has declined by 32%.
Mobile devices continue to represent the majority of Wi-Fi usage for the third quarter in a row
Smartphones and tablets now represent 58% of all public Wi-Fi usage, up from 38% in Q4 2011. Laptop
usage, by contrast, dropped to 42% of usage – a relative decrease of 12.5% from 1H 2012 to 2H 2012.
Smartphone Wi-Fi usage has increased by at least 5.8% in all locations except hotels, which remained the same.
9
Insights
Q4 2012
Connected Device Trends: Overall Device Usage by Location
Percentage of Public Wi-Fi Smartphone and Tablet Connections by Venue
13%
9%
21%
13%
Smartphone
32%
13%
34%
11%
78%
66%
55%
55%
Restaurants
Hospital
Mall
Café
Tablet
38
%
50
24%
56%
10%
38%
34%
30%
Airport
Library
Hotel
Laptop
%
20%
There is a direct correlation between where people connect to public Wi-Fi and the device they use,
influenced by portability, dwell time, and usage
Tablet usage is highest in travel-oriented locations like airports (24%) and hotels (20%).
Smartphone usage on public Wi-Fi is highest at places like restaurants (78%), hospitals (66%), malls (55%) &
cafés (55%), where they are more on-the-go, and unlikely to carry larger, heavier devices.
Locations where people have more dwell time reflect higher laptop usage, such as libraries (56%) and
hotels (50%).
10
Insights
Q4 2012
Worldwide Location Highlights: Public Wi-Fi Locations
Worldwide public Wi-Fi locations:
2008 – 2012
Worldwide quarterly growth in
public Wi-Fi locations:
820,262
820,262
813,953
776,556
682,929
682,115
414,356
237,507
2008
289,476
2009
2010
2011
2012
Q1 2012
Q2 2012
*Base starting at 230,000
Q3 2012
Q4 2012
Worldwide public Wi-Fi locations continue to grow in the fourth quarter of 2012
Quarterly growth of 0.78% from Q3 2012 to Q4 2012, but 5.3% since Q2 2012.
Annual growth of 20.1% from Q4 2011 to Q4 2012, and 18.5% growth in 2012.
11
Insights
Q4 2012
Worldwide location highlights: Public Wi-Fi locations
Public Wi-Fi business models: Worldwide Q4 2012
Q4
Rank
Country
Q4 2012
Number of
Locations
Q3 2012
Rank
21.7%
% Change
1
South Korea 186,759 1
0.00%
2
United Kingdom 182,345 2
+ 0.42%
3
United States 134,106 3
+ 1.1%
4
China 104,106 4
0.0%
5
France 35,432 5
+ 0.1%
6
Taiwan 24,149 6
0.0%
7
Russian Fed. 16,829 7
0.0%
8
Japan 15,736 8
+0.03%
9
Germany
15,104 9
+ 0.2%
10
Sweden 9,546 10 +0.05%
Paid
78.3%
Free
Public Wi-Fi business models: U.S. Q4 2012
21.1%
Paid
78.9%
Free
78.9% of the U.S. public Wi-Fi market is free or ad supported
The U.S. has shown significant growth in free Wi-Fi hotspots over the course of 1 year, growing by 20% since
Q4 2011, while free locations Worldwide have remained between 19 – 25%.
South Korea remained in the #1 spot for the second quarter in a row with the United Kingdom as a
close second
12
Insights
Q4 2012
Public Wi-fi Trends: Free vs. Paid Connectivity
When connecting to the internet,
which would you prefer?
8.4
%
7.4%
What sort of sponsor engagement would you
be willing to do for free Wi-Fi?
64.8%
84.2%
41.4%
30%
20.2%
S
ci ha
al re
m o
ed n
ia
Do
wn
lo
ad
an
ap
p
so
V
ut iew
a r an
et a
ai d
le
r
ab
o
m
p
su lete
rv a
ey
Pay for
higher speed
Co
Paid Wi-Fi
se Wa
co tc
nd h a
vid 30
eo
Free, adsupported
Wi-Fi
14.8%
84.2% of mobile consumers prefer complimentary, ad-supported Wi-Fi over paid Wi-Fi
Of those who prefer free Wi-Fi, the majority (64.8%) prefer watching a 30 second video, followed by
completing a survey (41.4%) and seeing a brand promotion (30%).
8.4% of consumers would rather pay for Wi-Fi and 7.4% are willing to pay for a faster connection.
13
Insights
JiWire Mobile Audience Insights Report Q4 2012
The Q4 Insights Report highlights recent mobile market audience usage trends offering advertisers insights
they can apply to their mobile strategies and campaigns.
JiWire is the leading location-powered mobile advertising and data platform, leveraging proprietary historical
and present data enabling advertisers to effectively engage their desired audience across all mobile devices at
scale. JiWire has been an innovative leader in evolving mobile advertising and delivering mobile audiences since
2003. As of the release of this report our data platform creates audience profiles from over 585 million devices
and more than 7 billion data points, engaging more than 55 million unique users monthly across smartphones,
tablets and laptops.
For questions, interview requests, additional info or to make recommendations for future reports,
please contact us at [email protected].
Methodology:
JiWire’s Mobile Audience Insights Report is based on data compiled from three sources; a survey of more than 1,400 randomly selected
customers across JiWire’s 315,000 public Wi-Fi network, as well as the billions of advertising impressions from our combined Wi-Fi and mobile
advertising platform. The report is based on data collected from Nov ‘12 through Dec ‘12. Quarterly public Wi-Fi location rankings and business
model distributions are based on the final day of the quarter.

JiWire Mobile Audience Insights Report Q4 2012

Transcription

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